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This guide provides step-by-step instructions for implementing custom user properties and event parameters in your Google Analytics 4 (GA4) property.

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Overview

Each section below describes the implementation for one specific property or parameter:
  1. Ever Paid (ever_paid)
  2. Is Bot (is_bot)
  3. Customer Type (customer_type)
All examples include Google Tag Manager (GTM) and gtag.js approaches.

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Ever Paid (user property)

Tracks whether a user has ever made a payment or conversion on your platform. Useful for differentiating actions of paying vs. non-paying users, especially for freemium or subscription-based businesses.

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Expected values

  • true — The user has made at least one payment.
  • false — The user has never paid.

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Implementation via Google Tag Manager

1

Create a Data Layer Variable

Create a Data Layer Variable for ever_paid.
2

Create a GTM Variable

Create a Variable inside GTM that reads that value from the dataLayer, name it ever_paid.GTM ever_paid variable
3

Create a GA4 Event Settings Variable

If you don’t already have one, create a GA4 Event Settings Variable.
4

Add the user property

Under the User Properties section, add:
  • Property Name: ever_paid
  • Value: Your Data Layer variable (e.g., {{ever_paid}}) GTM ever_paid event settings
5

Apply to GA4 tags

Select this Event Settings Variable in all GA4 configuration and event tags.

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Implementation via gtag.js

gtag('config', 'GA_MEASUREMENT_ID', {
  'user_properties': {
    'ever_paid': true // or false
  }
});

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Create custom dimension in GA4

1

Navigate to custom definitions

Go to Admin > Data display > Custom definitions.
2

Create custom dimension

Click Create custom dimension and set:
  • Scope: User
  • Dimension name: ever_paid
  • Description: Indicates if the user has ever paid
  • User property: ever_paid GA4 custom dimension for ever_paid
3

Save

Click Save.

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Is Bot (user property)

Flags users identified as bots or automated sessions. This allows filtering out bot traffic.

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Expected values

  • true — The session/user is identified as a bot.
  • false — The user is human.

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Implementation via Google Tag Manager

1

Create a Data Layer Variable

Create a Data Layer Variable for is_bot.
2

Create a GTM Variable

Create a Variable inside GTM that reads that value from the dataLayer, name it is_bot.GTM is_bot variable
3

Create a GA4 Event Settings Variable

If you don’t already have one, create a GA4 Event Settings Variable.
4

Add the user property

Under the User Properties section, add:
  • Property Name: is_bot
  • Value: Your Data Layer variable (e.g., {{is_bot}}) GTM is_bot event settings
5

Apply to GA4 tags

Select this Event Settings Variable in all GA4 configuration and event tags.

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Implementation via gtag.js

gtag('config', 'GA_MEASUREMENT_ID', {
  'user_properties': {
    'is_bot': true // or false
  }
});

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Create custom dimension in GA4

1

Navigate to custom definitions

Go to Admin > Data display > Custom definitions.
2

Create custom dimension

Click Create custom dimension and set:
  • Scope: User
  • Dimension name: is_bot
  • Description: Indicates if the user is identified as a bot
  • User property: is_bot GA4 custom dimension for is_bot
3

Save

Click Save.

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Customer Type (event parameter)

Tracks whether a conversion event comes from a new or returning customer. Helps measure acquisition vs. retention performance.

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Expected values

  • new — The customer is making their first purchase.
  • returning — The customer has purchased before.

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Implementation via Google Tag Manager

1

Create a Data Layer Variable

Add a Data Layer Variable for customer_type to the conversion dataLayer event when a user completes a transaction.
2

Create a GTM Variable

Create a Variable inside GTM that reads that value from the dataLayer, name it customer_type.GTM customer_type variable
3

Add event parameter to GA4 tag

Open your GA4 tag that tracks the conversion. Under the Event Parameters section, add:
  • Property Name: customer_type
  • Value: Your Data Layer variable (e.g., {{customer_type}}) GTM customer_type event parameter

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Implementation via gtag.js

Example adding customer_type to the purchase event: 
gtag('event', 'purchase', {
  transaction_id: 'T12345',
  value: 199.99,
  currency: 'USD',
  // Custom parameter: Customer Type
  customer_type: 'new' // "new" or "returning"
});